Google recently announced "a significant improvement" to its ranking algorithm that will affect about 35 percent of all searches. The goal is to make search results as fresh as possible.
The algorithm update will show more high-quality pages "that might only be minutes old," according to the Google blog. Because of the algorithm change, Google will also show you the most recent results related to a regularly recurring event, such as Dancing With the Stars results. (Now there's information the world can't wait to absorb.) And you'll reportedly see the freshest content related to topics that aren't newsy per se, but the information on them changes often. Example: A search for best digital cameras would give you the latest reviews of the best cameras.
It's still early to say how Google's algorithm update might impact your SEO and social media efforts directly. But it's pretty safe to say that being topical whenever possible--in your social media updates, blog posts, press releases, and other content--may help that content rank well in Google searches.
The Benefits of Fresh Content
If you didn't have enough reasons to create fresh content, add this algorithm to the list. By creating new and relevant information a business can receive several benefits, including search engine benefits. We've already heard that search engines like websites with regularly updated content and new web pages (see "Query Deserves Freshness" for more details).
Other benefits for a business adding fresh content to their site include:
- positioning itself as a thought leader in its industry
- connecting with customers and receiving feedback (though not as instant as other platforms, like Twitter)
- encouraging repeat visits by offering new information on a regular basis